HMV is hoping to evoke the warm spirit of Christmas in its first brand push during the festive season.
The 60-second spot was produced in house by Graham Sim, HMV's marketing director, in conjunction with brand consultancy, VentureThree, and design agency, Qd. The ad was executed by Beechwood Group.
It features scenes from nine Christmas movies ranging from classics such as both versions of 'Miracle on 34th Street' and 'It's a Wonderful Life' to modern fare such as 'Elf' and 'Nightmare Before Christmas'.
The TV ad carries the line "the films you love for the people you love" and is being supported by a major press campaign featuring among others Shrek and Wallace & Gromit.